Beyond the feed: US social media report 2024

UNITEDSTATES Beyondthefeed:USsocialmediareport2024 Generationaltrendsinsocialmedia,anduserbrandpreferences Livingconsumerintelligence|hyttopsu://gbuosvin.ecsos.ymou/gbouv.csoimn/ess 2USsocialmediareport2024 Understandingthesocialmediaspherein2024 Whileplentyofsocialmediaupstartshavecomeandgoneduringsocialmedia’smaturation,themainplayersremainrelativelyconsistent.Doeseachsocialplatform’smembershipremainthesameaswell? ThisreportleveragessurveydatafromYouGovProfilestorevealthelatestaudiencemakeupforthetopsocialnetworks,withdeepdivesintogenerationalandgenderdifferences. Inaddition,thisreportleveragesYouGovBrandIndextodiscoverthetop10brandsamongusersofeachsocialnetwork,basedondifferencetopurchaseconsiderationincomparisontothegeneralpopulation. Getintouch 3USsocialmediareport2024 Methodology TheinsightsinthisreportcombinesyndicateddatafromYouGovProfilesandYouGovBrandIndex. YouGovProfilesisanever-growingsourceoflivingconsumerdata,with2million+datavariablesfromYouGov’s27+millionglobalpanelmembers. YouGovProfilesisa52-weekdataset,withdatacollectedcontinuouslyandupdatedweekly.Unlessotherwisespecified,insightsinthisanalysisreflecta52-weekmovingaverage,andassuchshouldbeinterpreteddirectionally. Throughoutthisreport,welookatweeklyusersofthetop5most-usedsocialnetworks: •WeeklyFacebookusers(n=61,692) •WeeklyInstagramusers(n=37,386) •WeeklyXusers(n=23,647) •WeeklySnapchatusers(n=16,296) •WeeklyTikTokusers(n=10,433) YouGovBrandIndexisouralways-onbrandtracker,whichtracksbrandsacross16vitalbrandhealthmetrics. Inthisreport,wehavehighlightedthebrandsthatarewinningovereachsocialnetwork’susersbasedonconsiderationscores. Considerationscoresareroundedtothenearestdecimalpoint.Brandsmusthavescoresavailableforatleast183daystoqualifyfortherankingbetweenApril1,2023,toMarch31,2024.Whenabrandistrackedinmultiplesectors,onlythefirstentryisshown. *Thereportedsamplesize(n)isprimarilybasedonbasicageandgendervariables.However,itmayvarywhenconsideringothervariableswithinthedataset. Getintouch Exploremoredata 4USsocialmediareport2024 Socialprofiles:Howweeklyusersofeachsocialnetworkdiffer Getintouch 5USsocialmediareport2024 WeeklyTikTokandSnapchatusersskewyounger,Facebookusersaremorelikelytobeolder Generationbreakdownpersocialnetwork WeeklyFacebookUsers 13% 29% 26% 29% 3% WeeklyInstagramUsers 23% 37% 23% 16% 1% WeeklyXUsers 24% 35% 22% 18% 1% WeeklySnapchatusers 34% 42% 17% 7% 0% WeeklyTikTokUsers 33% 38% 20% 9% 0% GenZ(1997andlater)Millennial(1981-1996)GenX(1965-1980)BabyBoomer(1946-1964)SilentGeneration(1928-1945) YouGovProfiles+US,April2024(n>10,400) 6USsocialmediareport2024 WeeklyXusersaresignificantlymorelikelytobemalecomparedtoothersocialnetworks TikTok,Snapchat,Instagram,andFacebookusersaremorelikelytobefemale. Genderbreakdownpernetwork WeeklyFacebookusers 45% 55% WeeklyInstagramusers 46% 54% WeeklyXusers 60% 40% WeeklySnapchatusers 43% 57% WeeklyTikTokusers 46% 54% MaleFemale YouGovProfiles+US,April2024(n>10,400) Getintouch Exploremoredata 7USsocialmediareport2024 75%ofFacebookusersusetheplatformtokeepincontactwithfriends 57%ofXusersusetheplatformtokeepup-to-datewiththenews,while49%ofTikTokusersusetheplatformtowatchfuncontent. Reasonswhyweeklyusersuseeachplatform 75% 49% 42% 46% 26% 55% 32% 47% 33% 37% 29% 57% 34% 45% 26% 53% 22% 29% 25% 17% 26% 32% 49% 28% 26% FacebookInstagramXSnapchatTikTok TokeepincontactwithfriendsKeepup-to-datewiththenewsLookingatorwatchingfun/entertainingcontentSharemyownopinionsKeepup-to-datewithbrandsIlike YouGovProfiles+US,April2024(n>9,900) Question:Whichreasonsbestdescribewhatyouuseasocialnetworkfor?Pleaseselectallthatapply. 8USsocialmediareport2024 ExploringGenZattitudestosocialmedia Getintouch 9USsocialmediareport2024 GenZspendingmoretimeonsocialmediaandsaysthatitchangestheirlivesforthebetter 62% ofGenZagree: “IspendmoretimeonsocialmedianowthanIdidayearago”comparedto44%ofgenpop. 54% ofGenZagree: “Socialmediachangesmylifeforthebetter”comparedto37%ofgenpop. YouGovProfiles+US,April2024(n>5,200) 10USsocialmediareport2024 However,67%ofGenZworriesabouthowlongtheyspendonsocialmedia "IsometimesworryabouthowlongIspendonsocialmedia" 43%ofGenXand32%ofBabyBoomersagreethesame. 67% 61% 49% 43% 32% 24% Genpop GenZ(1997-2006) Millennial(1981-1996) GenX(1965-1980) BabyBoomer(1946-1964) SilentGeneration(Pre-1945) Exploremoredata Getintouch YouGovProfiles+US,April2024(n>5,100) 11USsocialmediareport2024 GenZmorelikelytosaythey“stalk”onsocialmedia,andprefersocialinteractionstoIRL “Ihavebeenknownto‘stalk’someoneonsocialmedia” 44% 38% 42% “Ioftenprefertointeractwithpeopleonsocialmediathaninperson” 54%52% 38% 24% 16% 4%2% 26% 17% Genpop GenZ(1997-2006) Millennial(1981-1996) GenX(1965-1980) BabyBoomerSilentGeneration(1946-1964)(Pre-1945) Genpop GenZ(1997-2006) Millennial(1981-1996) GenX(1965-1980) BabyBoomerSilentGeneration(1946-1964)(Pre-1945) YouGovProfiles+US,April2024(n>5,100) 12USsocialmediareport2024 Morethanhalf(52%)ofGenZenjoysgamesonsocialmedia "Ienjoyplayinggamesonsocialmedia" 52